<p>This paper was written at the Baltic Business School in Kalmar. The purpose was to analyze and determine the importance of packaged holidays within the tourism and travel sector and how value can be created for the customer. This have been done with a focus on the chosen parts; customer needs and how packaging can create value, how companies can work to give the customer increased value through packaging, last but not least how companies segment the market and if there are specific segments that prefer packaging. We have applied the qualitative method through conducting four face-to-face interviews and one phoneinterview. The purpose of this paper is not to generalize, but to show patterns in the chosen subject. The conclusions we have reached is that it is still popular to go on a pre packaged holiday. But the holiday makers have to adjust to the fast changes in society and keep up with the customer needs. They have to find new ways of reaching out to their market and differentiate their products from the competitors through innovative ideas.</p>

This paper was written at the Baltic Business School in Kalmar. The purpose was to analyze and determine the importance of packaged holidays within the tourism and travel sector and how value can be created for the customer. This have been done with a focus on the chosen parts; customer needs and how packaging can create value, how companies can work to give the customer increased value through packaging, last but not least how companies segment the market and if there are specific segments that prefer packaging. We have applied the qualitative method through conducting four face-to-face interviews and one phoneinterview. The purpose of this paper is not to generalize, but to show patterns in the chosen subject. The conclusions we have reached is that it is still popular to go on a pre packaged holiday. But the holiday makers have to adjust to the fast changes in society and keep up with the customer needs. They have to find new ways of reaching out to their market and differentiate their products from the competitors through innovative ideas.